Duracell is aiming for maximum mileage from its multi-million pound sponsorship of the World Cup with a series of promotions and TV ads. The company refused to disclose the exact cost of the deal but confirmed that it was "the biggest yet" for the Gillette-owned brand. Competitions to win World Cup final tickets, a free roaring football' offer and a new TV ad featuring Duracell's bunny brand ambassador as a footballer are planned. The ad, which kicks off in May and runs for six weeks, will feature bunny as the star of the Bunny World Cup. As usual, he reveals greater stamina than his rivals. "Hitting the screen when the whole nation will be World Cup crazy is guaranteed to make this a memorable ad," said business unit director Stephen Tennant. Five sets of World Cup final tickets are up for grabs in an instore competition, highlighted by merchandisers and display units. "Tickets are like gold-dust," said Tennant. "And the simplicity of the mechanic has resulted in huge uptake." Winners and their partners fly to Japan in June. Roaring mini footballs ­ which re-create the noise of a football crowd when thrown ­ are free with two purchases of Duracell Plus AA size batteries and can be claimed instore. Two million wall planners with details of the promotions will be distributed as inserts in consumer magazines in May. {{P&P }}